Factors affecting customer attitudes towards utilization of online food delivery platforms among youth in Malaysia

• Main Authors: Zull Iqram Haqim Zulkarnai, Annis Kartiqah Sudir, Nur Iyliani Laily Rosli, Siti Musliha Noor Azay
• Format: Undergraduate Final Project Report
• Language: English
• Published: 2024
• Online Access: http://discol.umk.edu.my/id/eprint/14096/1/SAK32.pdf; http://discol.umk.edu.my/id/eprint/14096/

Online food delivery platforms have grown in popularity among Malaysian young as the food service industry has rapidly digitized. This study investigates the factors that influence customer attitudes regarding the use of these platforms, with the goal of providing useful insights for practitioners and scholars in the fields of e-commerce and consumer behavior. Therefore, the objective of this study is to identify the factors affecting customer attitudes towards utilization of online food delivery platforms among youth in Malaysia. In the statistics website, it shows the percentage of the market based on the use of online food delivery according to the age of the youth, namely (18-24 years) and (25-35 years), where the percentage is 18.7% and 30.1% respectively. The quantitative technique was utilized in this study to collect data from respondents using a Google form and for a sampling method convenience was implemented to obtain respondents. SPSS software was used in data analysis. The results for this study show that the youth in Malaysia have a high influence on customer attitudes towards utilization of online food delivery platforms, and customer attitudes positively correlate with perceived usefulness, perceived ease of use, and trust. The findings from this study shows the relationship between customer attitudes to perceived usefulness, perceived ease of use and trust are positive. The study also examines demographic variables that may influence attitudes such as gender, age, race, educational level, and employment status. The preliminary analysis, descriptive statistics, reliability test, normalcy test, and Spearman's Correlation Coefficient were employed in the data analysis. This study has 400 participants,with the majority of them being students. Future research might broaden the scope of the study by delving deeper into customer opinions regarding the use of food delivery services online.